Does fresh produce need a relaunch?

The 29th edition of the Fresh Produce Forum, the traditional curtain-raiser to Fruit Logistica in Berlin, Germany, will open its doors on 2 February this year under the title 'Top image but low returns. Does fresh produce need a relaunch?'

The session will see a debate on the role of fresh produce, with food retailers often valuing the fresh fruit and vegetable department as a calling card and a means of attracting customers, yet also using low fresh produce prices to sharpen their images, making it difficult to maintain a high-quality range of products in the long run.

Aspects to be debated at the forum include the strategies needed to offer consumers a healthy range of fresh produce at prices that are satisfactory to growers and suppliers, and how the expectations of today's consumers – sustainability in terms of economic, ecological, social and ethical aspects - can be brought in line with fair prices.

Keynote speaker at the event will be professor David Hughes from Imperial College London, who has long been recognised as an international expert in fresh produce marketing thanks to his widespread activities for commercial enterprises and familiarity with all aspects of the fruit and vegetable business.

A panel discussion focusing on different approaches and exploringinnovative solutions features experts including Andreas Allenspach,Fresh Produce marketing manager of Migros AG, Matthias Geuder, managingdirector of Univeg Germany, Henning Schmidt, CEO of Langard eG, and DrMichael Loschelder from Sozietät Loschelder Köln.

The event will also see the results of a nationwide consumer group survey conducted by the GfK market research group and commissioned in late autumn 2009 by Fruchthandel Magazine revealed by Rudolf Deitert of GfK Nurnberg. The representative survey asked consumers to name their favourite fresh produce department in the German retail sector, with the winner receiving the Fruchthandel Magazine Retail Award.

In addition, Fruchthandel will also present the Grüne Merker award to recognise outstanding achievements in the fresh produce trade by individuals, organisations and commercial enterprises.

The Fresh Produce Forum will be held between 2pm and 5.30pm in Saal 15.2 at the ICC Berlin, one day prior to Fruit Logistica 2010, which runs from 3-5 February at the Berlin Exhibition Grounds.